ROLLER

What ROLLER does

ROLLER is a cloud-based, all-in-one venue management platform purpose-built for the leisure and attractions industry. Founded in 2010 and now operationally headquartered in Austin, Texas under the Australian parent Roller Networks Pty Ltd, the platform unifies online ticketing, in-venue point of sale, membership management, digital waivers, access control, payments processing, CRM, loyalty, multi-venue HQ management and reporting within a single cloud codebase accessible through a public REST API. ROLLER serves over 3,000 venues across more than 30 countries, processing $5 billion in annualized transactions, 8 million monthly bookings and 165 million annual guests, with a customer base spanning trampoline parks, family entertainment centers, museums, zoos, aquariums, theme parks, skating rinks, rock climbing gyms, playcenters and multi-venue enterprise operators.

The platform is delivered as multi-tenant SaaS with annual subscriptions billed in advance under Order Form contracts, supplemented by transaction-based payment processing fees (RPP / APP), onboarding and professional services, and add-on module fees. Revenue is increasingly diversified by adjacent monetization layers: ROLLER Capital (embedded business financing powered by Adyen), ROLLER iQ (an AI assistant delivering real-time insights and automated booking actions), and the Guest Experience Agent (an autonomous AI agent handling bookings and upselling across phone, email and chat 24/7). The go-to-market combines direct enterprise and mid-market sales, self-serve product evaluation with demos and trials, an Integration and Service Partner Program, and channel distribution via partners including Trip.com.

Business model and expansion are anchored by vertical depth: proprietary workflows for waivers, party bookings, gift cards and cashless operations, multi-venue HQ for brand and pricing consistency across chains, and a real-time data layer that feeds both AI insights and sales-based loan underwriting. ROLLER has executed two acquisitions (Active8 Software in 2022 and BookNow Software in 2025) and raised over $100M cumulatively across multiple growth rounds led by Insight Partners, with J.P. Morgan joining the most recent $50M round in October 2025.

Name

ROLLER

Legal name

Roller Networks Pty LTD

Website

https://roller.software

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

251–500 employees

Short description

ROLLER is a cloud-based, all-in-one venue management platform for the leisure and attractions industry, unifying ticketing, POS, memberships, waivers, payments, CRM and multi-venue HQ for 3,000+ venues across 30+ countries.

Ownership category

akta.pro rank

Product category

Venue Management Software

NAICS

All Other Amusement and Recreation Industries (71399), Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Venue Management, Booking & Membership Platforms (Software for LAN Centers) (MPAFALAJ)

akta.pro secondary industries

Event Marketing, Ticketing & Registration Management (HSACAAAM), Primary Ticketing Platforms & Box Office Systems (MPAGAJAA), Ticketing, Registration & Event Technology (Badging, Apps) (BPAFAGAL)

Keywords

• Venue management software
• Online ticketing platform
• Membership management system
• Guest experience platform
• Leisure attractions software

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Software subscription fees: Recurring SaaS subscription invoiced annually in advance per Master Terms (Section 9.1). Customers pay an annual platform subscription covering the core venue management software features (ticketing, POS, memberships, waivers, HQ, etc.).
2. Payment processing fees (RPP / APP): Variable fees tied to transaction volume through ROLLER Payment Processing (RPP) or Approved Payment Processors (APP), where ROLLER may retain a percentage of guest fees specified in the Order Form.
3. Add-on features and onboarding / professional services: Fixed fees for onboarding / professional services and fees for optional add-on features purchased via additional Order Forms (e.g., Self-Serve Kiosks, Distributable Software, expanded functionality).
4. Embedded financing (ROLLER Capital) – referral / revenue share: Embedded business financing offered through Adyen Capital to ROLLER customers, generating financial-services revenue alongside the core software subscription.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels9 records

Core offering

Cloud-based all-in-one venue management SaaS platform unifying online ticketing, in-venue point of sale, membership management, digital waivers, access control, payments processing, CRM, loyalty, multi-venue HQ management, analytics, AI assistant (ROLLER iQ), an AI Guest Experience Agent, and an open REST API for extensibility — purpose-built for the leisure and attractions industry.

Product overview

ROLLER is a single unified, all-in-one cloud-based venue management platform for the leisure and attractions industry, rather than a loosely coupled suite. The core ROLLER platform bundles Online Ticketing, Point of Sale, Memberships, Digital Waivers, Access Control (via Alvarado), Guest Feedback/Surveys, Channel Management, Pricing Strategy, ROLLER Payments, ROLLER HQ (multi-venue management), Reporting & Analytics, CRM, Parties and Group Bookings, Self-Serve Kiosks, and Gift Cards, plus the ROLLER API for extensibility. Layered on top as add-on modules are ROLLER iQ (an AI assistant for venue insights and actions), the Guest Experience Agent (an autonomous AI agent for 24/7 guest inquiries and bookings), ROLLER Loyalty (spend- and milestone-based rewards), and ROLLER Capital (embedded financing powered by Adyen). The platform is further extended by acquired products BookNow Software (UK CRM-native booking platform) and Active8 Software (leisure POS), serving 3,000+ venues across 30+ countries.

Differentiator

Problem solved

Functional benefit

Brands

• ROLLER iQ: AI assistant built for the attractions industry, leveraging real-time venue data to provide insights and actions for operators.
• ROLLER Loyalty
• ROLLER Capital
• Guest Experience Agent
• ROLLER HQ
• ROLLER Payments

Products and services

• Online Ticketing
• Point of Sale (POS)
• Membership Management
• Digital Waivers
• Access Control (via Alvarado)
• Guest Feedback / Guest Surveys
• Channel Management
• Pricing Strategy
• ROLLER Payments
• ROLLER HQ (Multi-venue Management)
• Reporting & Analytics
• ROLLER iQ (AI Assistant)
• ROLLER Loyalty
• ROLLER Capital (Embedded Financing)
• Party and Group Bookings
• Self-Serve Kiosks
• Gift Cards
• ROLLER API
• Guest Experience Agent

Quantifiable outcome

• 30% increase in average online revenue with ROLLER
• +6 more outcomes

Named customers23 records

Segments10 records

Ideal customer profiles10 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability12 records

Feature8 records

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• AdyenflagshipStrategic or Co-development Partner · 28 May 2026Co-developed ROLLER Capital with Adyen, embedding Adyen's Capital product into the ROLLER platform to provide $500–$100,000 business loans to leisure venues, with repayment tied to a percentage of daily sales. Launched after a US pilot that disbursed over US$1 million in the first week.
• AnnexacoreImplementation/ SI/ Consulting Partner · 6 April 2026Australian systems integrator that implemented Oracle NetSuite OneWorld for ROLLER in six months to support global expansion, automating revenue recognition and integrating with other financial tools.
• BookNow SoftwarecoreStrategic or Co-development Partner · 10 October 2025UK-based CRM-native booking and operations platform acquired by ROLLER (with Tequity advising) to strengthen ROLLER's presence in Europe and the US and enhance support for large multi-venue enterprises.
• TequityminorImplementation/ SI/ Consulting Partner · 10 October 2025M&A advisory firm that facilitated the BookNow Software acquisition by ROLLER (its 28th Salesforce-related deal).
• Active8 SoftwarecoreStrategic or Co-development Partner · 21 June 2022Point-of-sale provider for leisure venues acquired by ROLLER in June 2022 to strengthen ROLLER's global presence and combine venue management and guest experience tools.
• Google BigQuerycoreTechnology or IntegrationAnalytics integration partnership that powers ROLLER's advanced reporting and analytics, enabling operators to save time and unlock insights from venue data.
• Trip.comminorChannel Partner/ Reseller/ DistributorNew Channel Management distribution partner that lets ROLLER venues distribute inventory and pricing to Trip.com's travel audience.
• SalesforcecoreTechnology or IntegrationSalesforce CRM integration announced as "Coming soon" to extend ROLLER's CRM and customer data capabilities for enterprise venues.

Scale indicators13 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• Toast: Toast is a large cloud-based POS and restaurant management platform. While primarily focused on restaurants, it has expanded into adjacent verticals and overlaps with ROLLER on POS, payments and guest management for hospitality-adjacent venues.
• Mindbody (ClassPass): Mindbody provides vertical SaaS for fitness, wellness and experience-based businesses. Its booking, memberships and POS capabilities overlap with ROLLER's attractions use cases and compete for multi-venue operators with consumer-facing experiences.
• Square (Block): Square offers POS, payments, appointments and ecommerce to a broad SMB base including attractions venues. It competes on price, ecosystem and ease of use and could move further into ROLLER's niche.
• Booker by MINDBODY: Booker is a cloud-based spa, salon and wellness booking platform from Mindbody. While focused on personal services, its booking, POS and payment workflows are directly comparable to ROLLER's attractions venue stack.

Direct peers

• Peek Pro: Peek Pro is a vertical SaaS for tours, activities and attractions offering online booking, POS, marketing and operations software. It targets a similar operator profile to ROLLER (escape rooms, tours, attractions) and is one of its closest direct competitors.
• FareHarbor (Booking Holdings): FareHarbor is a booking and management platform for tours, activities and attractions, owned by Booking Holdings. It directly overlaps with ROLLER's online ticketing, channel management and CRM for activity operators.
• Rezdy: Rezdy is a Sydney-headquartered booking platform for tours, activities and attractions, similar to ROLLER. Both target experience operators globally and overlap on online booking, channel management and supplier tools.
• Accesso Technology Group: Accesso provides ticketing, point-of-sale, guest management and virtual queuing for theme parks, attractions and leisure venues. It is one of the closest direct competitors to ROLLER in the attractions vertical SaaS space.

Others

• Vertex (Volaris Group): Vertex provides cloud-based ticketing, CRM and fundraising tools for attractions, museums and cultural institutions. It overlaps with ROLLER on ticketing, CRM and membership management for experience-based venues.

Regional players

• Tessitura Network: Tessitura is a CRM, ticketing and fundraising platform widely used by arts, cultural and entertainment organizations, primarily in North America. It overlaps with ROLLER's museum and cultural-attractions segments on ticketing, memberships and CRM.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xyoutube.com/channel/UC7k0OBldm_7etXYmUrJopvA
• YouTubeyoutube.com/channel/UC7k0OBldm_7etXYmUrJopvA
• Facebookfacebook.com/ROLLERSOFTWARE
• LinkedInlinkedin.com/company/roller
• Instagraminstagram.com/rollersoftware

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 records

Funding overview

Funding rounds8 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ROLLER